Allied Blenders & Distillers Pvt. Ltd. (ABD), a Kishore Chhabria promoted company has revealed a new corporate identity that visually reflects the changing times and a complete image makeover for the company. The new identity reflects the company's transformation from a single brand company to a multi brand company, which caters to different consumer segments. It also signifies the company's conscious progression from the regular to the premium alcohol segment. The launch of leading German vodka brand 'Wodka Gorbatschow' was ABD's first foray into the premium segment of the IMFL industry and the company also has plans of getting into newer premium categories like wine and rum soon.
ABD is also ready to unfold a new brand positioning for its leading brand 'Officer's Choice'. Officers Choice is the fastest growing brand in the prestige whisky segment and is on a high growth trajectory, clocking a CAGR of 31% over the last 3 years. To strengthen the connect with its TG and to make the brand more relevant to its consumer and also to further strengthen its imagery on key parameters like modernity and premiumness, the company undertook the process of repositioning the brand.
Says Roopak Chaturvedi, Director sales and marketing:" In-depth consumer research carried out by us has highlighted that the OC consumer has a deep seated desire in him to get/earn respect, recognition and admiration from his family and peers. He wants to be seen as a respected person who has authority and is conventionally successful. Recognition is his key motivation and the only way he believes he can achieve this is through his deeds and actions. Being helpful, good natured and honest, he believes will help him earn the respect of others. The choices (infact the right choices) he makes, is what he believes will make him stand out from the rest. Using these insights, our task was to ensure that we addressed these hidden motivations and aspirations of our TG. OC's new positioning "Jagaiye apne andar ka officer" stems from these insights."
OC's new brand positioning fuels the inspiration of the male, regular whisky drinker; SEC B, C, aged between 25-44 years to constantly do good and make the right choices through the choice of a rich, smooth, good quality premium whisky. OC is positioned on the "Righteousness" platform that no competitive brand owns or can own as the brand name Officer's Choice is integral to its positioning.
OC plans to launch this new communication through a holistic 360 degree integrated marketing approach, with Out of Home, Print and Radio being the key reach and image drivers. Communicating the new positioning through events will be localized at a state level.
In the last three years, ABD has emerged as the fastest growing spirits company in India with a compounded growth rate of 29%. ABD's flagship brand 'Officer's Choice' is the 2nd largest brand in the prestige whisky segment in the India and is going from strength to strength. Similarly, within just a short span of six months, WODKA GORBATSCHOW has already achieved approximately 10% market share in the premium vodka market in almost all markets that it has been launched in and will have a pan-india presence by 2010.
Says Mr. Deepak Roy, Executive Vice Chairman and CEO, ABD, "Having achieved immense success with our leading brand Officer's Choice, we are now working towards expanding our portfolio with premium brands, along with a complete image makeover for the company. Our recent introduction of the premium German vodka brand 'Wodka Gorbatschow' and the soon to be launched premium Rum & wine brands are progressive steps in this direction. Going forward, I am confident that ABD, with its strong National sales and distribution network and National scale manufacturing base, coupled with a highly experienced management team and a proven field force, is on track to become one of the world's most admired companies in the areas of its operation."
In line with its new identity, ABD has created a new and refreshing corporate logo. The Energetic and the Dynamic red logo of ABD emphasizes the passion and the no-fear attitude of the company. The color Red is strong and very basic, without any subtlety. It reflects more light than it absorbs and has the property of appearing to be nearer than it is, therefore grabbing attention.
The logo is inspired from ABD's ambition to reach broader horizons. The new ABD logo also stimulates the vision, and the bold, warm and aggressive colors characterize the attitude of the company. Physical manifestation of this transformation has already been made across all stationery, letterheads, envelopes, visiting cards, continuation sheets etc of the company. ABD has also completely revamped its official company website.
ABD's vision is to be the most admired liquor company. Its new visual identity will thus reflect commitment and passion towards achieving the goals of the company and the pursuit of excellence that ABD strives for. In line with this vision, ABD has major plans for strengthening the financials of the company over the next 2-3 years. The company currently boasts of a pan-india presence with 28 manufacturing / bottling units in 22 States across the country, out of which 3 are company owned and the remaining 25 are exclusive contract bottling units. ABD plans to acquire as many as four additional greenfield bottling plants in states such as Andhra Pradesh, Punjab and West Bengal. The company also wants to set up a primary distillery unit, which will provide 20-25 % of spirits for its own use and thus reduce dependence on outsourcing. In the pipeline are also plans of getting into an IPO in the next 2-3 years.
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